Cadbury suspended its Coronation Street sponsorship adverts after it announced it was recalling one million chocolate bars, it has been revealed.
ITV has confirmed that the chocolate-maker pulled the adverts on Friday - the same day it withdrew the bars due to a salmonella scare.
The broadcaster said it was a temporary move and there was no financial impact.
Cadbury's £10m-per-year deal with the hit TV show sees its clips shown at the beginning and end of each episode.
They are also shown at the start and finish of the intervening advertisement break.
The tie-up is now in its 10th year.
'Precautionary measure'
"It is literally a short term precautionary measure," said an ITV spokeswoman.
"There are no financial implications for anyone."
Cadbury announced the recall, which it said was a precautionary move, due to possible "minute traces" of salmonella in some products.
The contamination was caused by a leaking pipe at its factory in Marlbrook, Herefordshire.
It is now being investigated by both the Food Standards Agency and the Health Protection Agency.
A total of seven Cadbury's products were affected by the recall - 250g Dairy Milk Turkish, Dairy Milk Caramel and Dairy Milk Mint bars, the Dairy Milk 8 chunk, the 1kg Dairy Milk bar, the 105g Dairy Milk Buttons Easter Egg, and the Freddo bar.
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